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Romanovsky R.S., Petrosova I.A., Andreeva E.G. Mass customization as a prospective direction in the development of industrial production. Journal of Clothing Science. 2021; 6(4). Available at: https://kostumologiya.ru/PDF/05TLKL421.pdf (in Russian).

Mass customization as a prospective direction in the development of industrial production

Romanovsky Roman Sergeevich
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: romansk88@mail.ru

Petrosova Irina Aleksandrovna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: 76802@mail.ru

Andreeva Elena Georgievna
Russian State University named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: 2408elena@mail.ru

Abstract. Analysis of modern trends in the development of business processes indicates the relevance of using the principle of mass customization in the design of goods on an industrial scale. More and more companies, including Nike, Adidas, Puma, Vans, American Eagle, Converse, Timberland, Afour, Levi’s, Zara, H&M, JC Penney, Jos. A. Bank, Paul Frederick, Diesel, Ralph Lauren, Yohji Yamamoto, Burberry, Louis Vuitton, Gucci, Bulgari, Tiffany and many others involve consumers in the product development process by offering them personalized products. The number of organizations using the principle of mass customization in their activities is increasing every year.
The authors analyzed various approaches to the definition of the concept of «customization». The following definition has been formulated: customization is the adaptation of product modifications to the preferences of consumers while maintaining the efficiency close to the efficiency of mass production.

The main aspects of this term:

• individualization of products;
• the strategy of a company that creates added value through interaction with customers;
• the company’s strategy aimed at increasing profits;
• psychological technique: developing an individual modification of the product, the effect of the “owner of the thing” is created;
• marketing paradigm: individualization of relations with the consumer.

The transition from mass production to the manufacture of customized products, including garments, has been the subject of scientific research and discussion for over forty years, and its principles have become a powerful tool in the development of the production potential of domestic and foreign industry.

To obtain the results of the relevance and prospects of using the principle of mass customization in the development of industrial production, the article analyzes scientific works and projects on this topic by domestic and foreign authors.

Keywords: mass customization; clothing design; industrial production; digital technologies; personalized product; automated production; design

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